As Navratri fever sweeps across the nation, Swiggy Instamart, a quick commerce platform, has teamed up with Falguni Pathak, to bring her Garba energy directly to users.
The campaign features a playful film that humorously depicts how Pathak is only visible during Navratri- until Swiggy Instamart makes her “reappear”, showcasing the platform’s ability to deliver all festive essentials in just 10-15 minutes.
Additionally, the campaign includes Pathak’s latest Garba hook step tutorial, which will be available on Swiggy Instamart, enabling users to learn and share it via WhatsApp and social media.
There is a little customer delight on the app, which is shown at the end of the film, as she showcases her Garba hookstep, perfect for beginners or those new to the dance alongside the special ‘Falguni Collection’ of Navratri essentials.
The ‘Falguni Collection’ section on Swiggy Instamart will feature a variety of Navratri products from Garba essentials like dandiya sticks, kurta, make-up, lehengas, cholis and jewellery, to fasting supplies, mithais, dry fruits, puja essentials, and more- all available on the platform and delivered in 10-15 minutes.
The film starts by illustrating Pathak’s invisible presence- children practise Dandiya to the sound of her voice, and in an elevator and a car, attendants nod toward empty spaces, responding to Falguni’s voice. In the following scene, a delivery executive rings Falguni Pathak’s doorbell.
Footsteps are heard, but when the door opens, Falguni is nowhere to be seen. Guided by her gentle voice saying “Idhar”, the executive hands over the package. “Log kehte hain Falguni Pathak Navratri ke alawa kabhi dikhaayi nahi deti. Sahi kehte hain! Par iss saal Navratri pe sabse pehle dikhungi, Swiggy Instamart pe.”
Watch the campaign here:
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